OFweek Smart Home Network News: In recent years, the two most popular words in home appliances circles must be “smartâ€, and consumers have been imagining those intelligent lifestyles in movies. From the early days of smart home phones to remote home appliances, we can now recognize our usage habits. It is still necessary to verify the market for the future of the home improvement field.
Xiao Bian recently visited a home appliance store in Guangzhou to observe how different consumers accept smart appliances. For smart TVs, creating ecosystems for users, providing diversified program information, smart sweeping robots helping to plan clean routes, and intelligent washing machines can automatically place functions according to the number of clothes have become the highlights of media reports. But when it came to the store, these bright spots were overshadowed.
The decline of pseudo smart appliances
Early pseudo-intelligent home appliances mainly depended on joining wifi modules. Xiao Bian visited stores in the city of Guangzhou. It can be seen that the salesman is still pushing this kind of intelligent product controlled by the mobile phone APP to the customer. The air conditioner, water heater and fresh air system can be turned on half an hour ahead of time, and the temperature can be adjusted to the proper temperature. These features are garish, like adding one to the consumer - the remote control. However, with the "blessing" of the smart word, the price of the same type of product is much higher than that of the same type of product. This also gives some merchants an opportunity to put the product's emphasis on appearance design and function gimmicks. The concept of "smart" is sold to consumers at high prices.
At the same time, Xiao Bian also found that the age of the store customers is also one of the reasons for the pre-cooling of smart products in the store. At present, the main consumer groups of smart home appliances are younger, aged around 20-40 years old. People in this age group like to be exposed to new things, have strong ability to accept, and are accustomed to mobile phone operation. Consumers aged 40-60 years old have low acceptance of smart appliances and generally believe that they are too cumbersome to operate. They buy products that are more practical, do not require excessive functionality, and are easy to use and perform well.
Although smart home appliances in the market are booming, there is no clear industry standard for the definition of smart home appliances. Smart appliances are always diversified in the store. Next we will analyze the different product lines for why smart appliances are pre-cooled.
Kitchen appliances intelligent long way to go
A staff member of an offline home appliance store stated that for kitchen appliances, consumers do not take the initiative to ask about their smart features when purchasing products. Even if smart kitchen appliances are actively recommended to them, it is hard to evoke their interest. “What's the use of the hood to touch the screen? When cooking, surely it's oil!†said Mr. Guan, who often cooks.
According to China Yikang statistics, domestic retail sales of black household appliances in 2016 were 155.2 billion yuan, a year-on-year decrease of 6.6%; retail sales of white goods were 305.2 billion yuan, a slight increase of 4.3% year-on-year; kitchen appliances were 13.5. % YoY growth leads the appliance industry. You see, the market for kitchen appliances is booming. Why does smart kitchen appliances that can bring about better experiences? In fact, the question is whether these smart kitchen appliances can really bring "better experience." To put it bluntly, it is really difficult to use. Unfortunately, like the hood with a touch screen above, many smart kitchen appliances are not easy to use and even more difficult to use than traditional appliances.
From an objective point of view, no manufacturer will actively produce products that are not easy to use. Because it is not easy to use, it means that it is not easy to sell. If it is not easy to sell, it means that it does not make money. However, in reality, under the influence of many visible and invisible hands, the reality cannot always be as good as imagined.
First of all, in the field of kitchen appliances, smart players are basically traditional electronics manufacturers. Although they have a wealth of experience in product design, they have generally not deepened their understanding of intelligence. So you can see so many plus networking features, coupled with touch screens and Android systems, and even kitchen appliances that claim to be able to watch TV while cooking.
However, when you are cooking, do you really have time to look at this screen? The obvious answer is that if cooking requires food that waits for a long time, you can leave the kitchen to do other things while waiting. Instead of installing a screen on a hood or refrigerator, it's not as easy as a simple timed reminder.
Sweeper offline store cold
Today, with the development of science and technology, as an important household appliance cleaning work, sweepers have begun to serve in the daily home, including Dyson, Pusanike, Coworth and so on. However, it is undeniable that the sweeping machine sales have been chilled in the past one or two years, especially offline stores. What is this?
First of all, sweeping robots belong to a kind of smart home appliance, but so far, sweeping robots have to reach a truly intelligent level. According to a staff member of a sweeper offline store that was interviewed, “The sales of cold-swept robots in physical stores are largely due to consumers’ lack of understanding of such products and whether buyers are really smart about sweepers. We are still taking a wait-and-see attitude, and another surveyed sweeper user, Liang, said: “Before I read news reports, a foreign sweeper actually spent a week patrolling the living room with feces and cats. The results can be imagined. Although he did not use this type of sweeper, Mr Leung did not think that sweeping machines and cats and dogs should try to coexist as much as possible."
Secondly, the sweeping robot is a clean type of home appliance. Although it has good performance in cleaning dust and small particles, it requires a sweeper to sweep it into the dust for large debris such as bread on the ground. In the box, it's still a little too strong. "It's still possible to sweep a small amount of trash, but sometimes it's been cleaned somewhere else when trying to get it somewhere," said one user.
Moreover, online shopping is increasingly developed today. Many manufacturers and e-commerce platforms pay great attention to online shopping delivery experience, so they have opened their own proprietary logistics. Consumers in the 18-45 age group basically have online shopping experiences. Therefore, many people choose to purchase online or home appliances, and they prefer to place orders online and offline. More is the way to try out the product. Moreover, the O2O e-commerce experience store launched some time ago has further weighed down on the offline store, which is one of the reasons why the home offline stores are cold.
How to solve the dilemma of offline cold stores?
In fact, when offline stores are also hot, do you still remember the phenomenon of various kinds of explosions by the Chinese people during the previous two golden holidays? For example, at that time, the people of the country seized the Japanese toilet seats. At first, people did not understand that they thought it was very cheap. Actually, these berserk toilet lids were priced at around 2,000 yuan, but their advantages were that they were antibacterial, flushable and Seat heating and other functions, and can be used to match all toilets. In particular, the real concern of consumers is still the function of the product itself. Therefore, if the sweeping machine wants to reverse the "winter" of the offline store, I believe that it still needs to return to the product's own performance. Only when they really meet the needs of consumers can they get more buying rates.
In order to pick up the offline store, manufacturers must go through a difficult period of transition, give full play to the offline experience advantage, comply with the O2O model of consumer demand in the new era, and focus on brand, experience, logistics, pre-sales service and other signs to attract a large number of Consumers come. And similar to online promotions, offline shopping malls can also carry out more sweeping machine promotions to attract consumer attention.
Smart TV voice interaction
The word that is most popular in these two years is “artificial intelligenceâ€. In the wave of hardware innovation, smart TVs have also rushed a wave of new trends. They have joined the concept of artificial intelligence and promoted the marketing focus of the product. But what about the concept of an online shopping mall? How is consumer interest in it?
"Artificial intelligence" is actually a way to realize human-computer interaction on television. The straightforward point is voice technology. When we visited the offline store, few consumers would regard voice technology as the focus of TV shopping, because most of the consumers are already accustomed to using the remote control to control the TV, and the voice technology is still in a short time. It is difficult to break through the technical difficulties.
Low recognition rate, poor semantic analysis, too low energy. Whether it is the voice assistant independently developed by TV manufacturers or the third-party applications that are used by the application market, you will probably have such a dialogue when talking to a TV:
- Help me recommend a recent hot variety show
- Sorry, I didn't hear you clearly
- I want to talk about the latest issue (Cantonese)
- Sorry, I didn't hear you clearly
- Breakpoints to play a movie that was not watched last night
-Sorry,…………
Voice "artificial intelligence" basically only stays in a relatively early stage, more like a set of dialogues and instructions, and is completely intelligible. Although Big Data gives more real-time feedback on voice features, the feedback back to the conversation may be far from your expectations. It can't solve the problem according to the specific context. If you are talking Mandarin in dialect, then artificial intelligence is still at a loss.
Language is the unique mode of human civilization. It is very difficult for computers to understand its vast context and semantics. But if you think of it from a different perspective, using voice as a collection tool for user habits, and processing big data statistics, and then feeding back to the experience of voice functions, will the development of intelligent voice be both perfect and rapid?
The era of non-smart TV When we turn on the TV, we only see the TV, there will not be a main page, there will not be many icons point to point, we only care about what we can see when we turn on the TV. I hope the same is true for smart TVs, putting all the software in another interface. When you are tired and unwilling to move for a whole day, go home and want to watch your favorite shows to pass the time. If you only need to say “turn on†to the TV, he can automatically jump to your favorite TV program. How pleasant it is.
If you don't want the voice assistant to think for you, then what you need to do is search through the voice assistant, and it can quickly find what you are looking for, and those who need a specific service, a specific address, bad quality TV All programs are eliminated, providing you with the best choices, just like a precision search engine.
Voice interaction is the fourth-generation portal following search engines, browsers, and smartphone OSs. The voice interaction of the smart TV allows you to quickly return to the basics of television, turn on the TV and watch TV programs, and that's it.
Obviously, there is still a long way to go for the "artificial intelligence" of voice on television. Artificial intelligence is needed to achieve functional intelligence, and big data forms a large number of language models. The voice interaction on the smart TV will break through "listening." To achieve "understand."
White products focus on practicality
For refrigerators, air conditioners, washing machines and other such white goods, practicality is of particular importance to consumers, whether the internal design of the refrigerator is reasonable, whether the washing machine can clean clothes, there is no drying function, air conditioning and cooling is fast enough and so on. Today's consumers need to focus on the purchase of white products. These involve the practicality of the product. Whether the product is really smart, whether there are many fancy intelligent features, these will not be the ultimate purchase. Leading factor. Purchasing guides of the offline store also stated that they had come to the store for product consultation. They rarely asked about the smart features of the white goods. They were all introduced during the product introduction process and brought out the smart features. s concern.
E-commerce shock line stores, young people are more interested in smart appliances
Young users will pay more attention to intelligent products, they will also be the main consumer groups of smart products, and now is clearly the era of rapid development of e-commerce, young users are more keen on online shopping, go to offline stores to buy white goods young people Relatively less. Young people tend to have a deeper understanding of smart functions. Smart home appliances must impress young people to go online and offline to experience shopping, and they need to come up with truly dazzling designs and genuine innovation.
Intelligent white products have not really touched consumers yet
Mobile Internet, automatic washing machine, refrigerator with large-size touch screen, air conditioning with somatosensory functions, these are the common intelligent functions of white goods, and many consumers are not interested in such functions.
The first is that this type of intelligent function overlaps with the functionality of the product itself. For example, if you are connected to a mobile phone, you can operate it on the mobile phone. In fact, you can even complete the operation faster by using the control panel or remote control. Many people are not willing to do it. Pull out the phone and connect it to the machine.
Secondly, the intelligent function does not bring about a real experience upgrade. For example, adding a touch screen with a smart operating system to the refrigerator panel, these functions do bring a fresh experience to the product, but let you touch the screen in the refrigerator. Shopping, watching recipes, etc. will not be a particularly convenient experience. Most people who really want to compare recipes will either look on their phones or look at an iPad and look at a screen on the refrigerator. To come stronger. Therefore, the intelligent function must bring about a real experience upgrade before everyone can actively use it.
In general, although there are many smart white products, there are not many products that really can move consumers through smart features. This is even more noticeable in physical stores. Many people come to the store to learn the most. The features, styles, and prices of the electric products themselves are not yet attractive enough for the smart features.
The full text concludes: Although smart home appliances have met with heavy resistance in the development process, the market still shows great confidence in it. Smart home appliances can increase technology content, make technology more accurate and stable, and reduce production costs. For consumers, as long as the cost is low and prices are acceptable to the general public, they can accelerate consumer acceptance and recognition.
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